Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events
Autor T. Bettina Cornwellen Limba Engleză Paperback – 13 mar 2020
Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including:
- understanding the technology-led transformation of sponsoring
- learning about audiences, strategies and objectives
- leveraging and activation in traditional and social media
- building sponsorship portfolios and rosters
- managing and ending relationships
- understanding public policy and legal issues
This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
| Toate formatele și edițiile | Preț | Express |
|---|---|---|
| Paperback (1) | 258.88 lei 6-8 săpt. | +78.48 lei 5-11 zile |
| Taylor & Francis – 13 mar 2020 | 258.88 lei 6-8 săpt. | +78.48 lei 5-11 zile |
| Hardback (1) | 758.23 lei 6-8 săpt. | |
| Taylor & Francis – 13 mar 2020 | 758.23 lei 6-8 săpt. |
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Specificații
ISBN-13: 9780367343446
ISBN-10: 0367343444
Pagini: 274
Ilustrații: 5 Tables, black and white; 19 Line drawings, black and white; 19 Illustrations, black and white
Dimensiuni: 156 x 234 x 16 mm
Greutate: 0.52 kg
Ediția:2 ed
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
ISBN-10: 0367343444
Pagini: 274
Ilustrații: 5 Tables, black and white; 19 Line drawings, black and white; 19 Illustrations, black and white
Dimensiuni: 156 x 234 x 16 mm
Greutate: 0.52 kg
Ediția:2 ed
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
Public țintă
Postgraduate, Professional, and UndergraduateCuprins
Part I: Background Basics, 1. How We Got Here, 2. The Sponsoring Process, 3. Becoming Partners, 4. Sponsorship Audiences, Strategies, and Objectives, Part II: Sponsorship Essentials, 5. How Sponsorship Works, 6. Leveraging and Activation, 7. Portfolios and Rosters, 8. Measuring Sponsorship Outcomes, 9. Evaluating Sponsorships, 10. Ambushing, 11. Relationships- Beginning, Managing and Ending, Part III: Advanced and Specialized Topics, 12. Memory in Sponsorship, 13. Internal Audiences for Sponsorship, 14. Public Policy and Social Responsibility in Sponsorship
Notă biografică
T. Bettina Cornwell is the Judy and Hugh Oliphant Chair in Sport Business, Head of the Department of Marketing and Professor of Marketing in the Lundquist College of Business at the University of Oregon, USA. She has received the Distinguished Career Contributions to the Scientific Understanding of Sport Business Award from the American Marketing Association and was the 2016 Thomas C. Stewart Distinguished Professor at the Lundquist College of Business. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases.
Recenzii
"Dr. Bettina Cornwell has done it again! The 2nd edition of Sponsorship in Marketing pulls off another fresh and multifaceted approach. Backed by science, this one-of-a-kind book delivers both good and bad news so marketers know what sponsorship techniques to apply and traps to avoid. The book is chalked full of “gold nuggets” for anyone interested in sponsorship."
Shelly Rodgers, Professor of Strategic Communication at the School of Journalism , University of Missouri, USA and Editor-in-Chief of the Journal of Advertising.
“Recommended reading for anyone involved in sponsorship, from practitioners to researchers to students and beyond. Bettina Cornwell masterfully combines all of the essential information, trends and insights necessary to deliver a comprehensive overview of the state of sponsorship.”
Jim Andrews, Sponsorship Industry Veteran, Consultant and Educator
"Dr. Bettina Cornwell has done it again! The 2nd edition of Sponsorship in Marketing pulls off another fresh and multifaceted approach. Backed by science, this one-of-a-kind book delivers both good and bad news so marketers know what sponsorship techniques to apply and traps to avoid. The book is chalked full of “gold nuggets” for anyone interested in sponsorship." - Shelly Rodgers, Professor of Strategic Communication at the School of Journalism , University of Missouri, USA and Editor-in-Chief of the Journal of Advertising.
“Recommended reading for anyone involved in sponsorship, from practitioners to researchers to students and beyond. Bettina Cornwell masterfully combines all of the essential information, trends and insights necessary to deliver a comprehensive overview of the state of sponsorship.” - Jim Andrews, Sponsorship Industry Veteran, Consultant and Educator.
"More than ever, sponsorship is a critical revenue generation function for sport managers. As leagues have entered into long-term broadcast deals, sponsorship presents a prime opportunity to grow sport revenues and brands. Dr. Cornwell's background and expertise make this book one that any sport manager should read as it provides the necessary insights and guidance to maximize the benefits and opportunities presented by sponsorship." - Alicia Jessop, Associate Professor of Sport Administration at Pepperdine University, USA.
"Professor Cornwell’s book is the best you could find for sponsorship/partnership. The book goes beyond theory and gives practical tools to apply in both the educational and professional sponsorship environment. In my case, it helped me through my sponsorship courses, and I am ready to use some of Prof. Cornwell’s models, like the 100-point model, in a future project as a sponsorship consultant. Recently, the book also helped me make sense of a real ambush situation in sponsorship." – Jimmy Castillo, independent sponsorship consultant and former Regional Sales Manager, Americas, at Swiss Timing (Swatch Group).
Shelly Rodgers, Professor of Strategic Communication at the School of Journalism , University of Missouri, USA and Editor-in-Chief of the Journal of Advertising.
“Recommended reading for anyone involved in sponsorship, from practitioners to researchers to students and beyond. Bettina Cornwell masterfully combines all of the essential information, trends and insights necessary to deliver a comprehensive overview of the state of sponsorship.”
Jim Andrews, Sponsorship Industry Veteran, Consultant and Educator
"Dr. Bettina Cornwell has done it again! The 2nd edition of Sponsorship in Marketing pulls off another fresh and multifaceted approach. Backed by science, this one-of-a-kind book delivers both good and bad news so marketers know what sponsorship techniques to apply and traps to avoid. The book is chalked full of “gold nuggets” for anyone interested in sponsorship." - Shelly Rodgers, Professor of Strategic Communication at the School of Journalism , University of Missouri, USA and Editor-in-Chief of the Journal of Advertising.
“Recommended reading for anyone involved in sponsorship, from practitioners to researchers to students and beyond. Bettina Cornwell masterfully combines all of the essential information, trends and insights necessary to deliver a comprehensive overview of the state of sponsorship.” - Jim Andrews, Sponsorship Industry Veteran, Consultant and Educator.
"More than ever, sponsorship is a critical revenue generation function for sport managers. As leagues have entered into long-term broadcast deals, sponsorship presents a prime opportunity to grow sport revenues and brands. Dr. Cornwell's background and expertise make this book one that any sport manager should read as it provides the necessary insights and guidance to maximize the benefits and opportunities presented by sponsorship." - Alicia Jessop, Associate Professor of Sport Administration at Pepperdine University, USA.
"Professor Cornwell’s book is the best you could find for sponsorship/partnership. The book goes beyond theory and gives practical tools to apply in both the educational and professional sponsorship environment. In my case, it helped me through my sponsorship courses, and I am ready to use some of Prof. Cornwell’s models, like the 100-point model, in a future project as a sponsorship consultant. Recently, the book also helped me make sense of a real ambush situation in sponsorship." – Jimmy Castillo, independent sponsorship consultant and former Regional Sales Manager, Americas, at Swiss Timing (Swatch Group).
Descriere
This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured.